The company's 'Funky Fries' come in five new shapes, colours and flavours designed to increase children's shopping power over their parents.

The new products include french fries flavored with sour cream and chives, cinnamon and sugar Cinna-Stiks, and Crunchy Rings, basically a potato doughnut.

There is also 'Kool Blue, a sky blue, seasoned french fry, and brown, chocolatey Cocoa Crispers, designed "for kids with a sweet tooth".

John Carroll, managing director of North American potatoes and snacks for Heinz's frozen food division, said the move came after questioning children about what would make them eat more chips.